You’ve probably read a few marketing books in the past.
But how many ‘old’ marketing books have you read?
I’ve gobbled up a bunch over the years and continue to do so as much as possible. And although I have a few favorites, in my opinion, the most important one is not a new one. In fact, it may very well be the oldest:
Scientific Advertising was written by Claude C. Hopkins in 1923 and is truly a seminal book for the world of direct response marketing. The principles of testing and measuring that Hopkins established are as important today as back then. The difference being that what took months to test back then through newspapers, magazines, and direct mail, can be tested nowadays with extraordinary speed online.
The mantra of 21st century marketing is the same as back then: Test, Test and More Testing!
Avid hiker, bicyclist, motorcyclist and long-time advertising pro. Founder of Skyworks Marketing, Nonprofit Fire and Our Ventura TV (cable TV). One career highlight was working on a small team that built a business from nothing to over $100 Million in 3 years. Skyworks Marketing provides lead generation and video advertising services. We create custom marketing funnels that provide the highest-quality leads and sales.